Folklore, novels, short stories, stage plays, street performances, movies, and television series- prove that humans love listening to and talking about stories more than anything else since eons. The human brain is wired to respond to a well-crafted narrative. It is the best way to capture people’s attention, impart knowledge, and forge close bonds.
Think of all the religious and spiritual books in history- with captivating miraculous stories, they grab the listeners’/readers attention and convince them to perform certain actions. In the digital world, storytelling is often used for marketing purposes.
Human-to-human connections are the heart of every business strategy. Whatever content strategy you follow- even with the best search engine optimization strategies– at the end of the day, all that matters is how well your audience connects with your content. Your audience is programmed to seek out great stories- and that will never change.
Read this story:
“Once upon a time, a little girl called Goldilocks goes for a walk in the forest. She comes by a house. She knocks on the door of the house, and when no one answers, she peeps through the window. At the table in the kitchen, she sees three bowls of porridge at the table. Goldilocks is quite hungry but cannot enter someone’s house without permission, so she waits at the door. After some time, three bears come by. They own the house and invite her in to eat with them. Goldilocks eats porridge with them, and they play a game of Uno. The big bear wins by pulling a special card at the last moment—what a twist! The End.”
So… what do you think? Did the story seem interesting to you? Or does it feel off? For some reason, it feels off, doesn’t it? That’s because there is no conflict in it. There is nothing at stake, and there is no tension. Goldilocks did not break and enter the house. She did not eat the porridge without permission; she did not sit in the bears’ chairs nor sleep in their beds. The bears did not find their house messed nor did they find a random girl sleeping in their home.
At their core, stories are all about overcoming conflicts. They are about the thrill, the drama, and the journey that people can relate to and that they find interesting. And if your story has no drama or emotional journey- no one will be interested in hearing it.
Unfortunately, in the business world, brands tend to hide any adversities or conflicts they have faced. They spin a rosy, blemish-free story about how their company experiences continuous growth, how they have the best clients, and everything is perfect. They feel that any adversities or conflicts in the company will expose their imperfection and deter customers from buying their services.
However, this is a misconception. Nothing is perfect. Growth is never streamlined. Everything, including companies, has flaws. Plus, people do not relate to perfection. They want adversities, life struggles, and shortcomings. The more honest you are, the more people will appreciate it.
Since most content strategies have been focusing on optimizing content for algorithms, people often get lost when asked to create for real humans. It can be a challenging task o flex a creative muscle that has slowly withered away from inactivity. So, to help you get that creative kick, we have shared some tips for sharing your brand story on platforms like Instagram and Twitter.
Provide the Audience with a Unique and Engaging Visual Experience
Social media platforms are some of the best modes to grab your audiences’ attention. A picture tells a thousand stories, and the same can be said for videos. With apps like Instagram, short reels, and engaging videos to help create a brand identity. There are certain photography and videography tactics that brands can leverage to create high-quality content.
Share User-Generated Content on your Pages
Millennials are the first generation to be open to engaging and sharing great advertisements. Consider sourcing content from your customers and clients. You must have come across numerous brands that ask to share pictures of your experience or their products on your Instagram page. This is because user-generated content, or real customer photos and videos, adds transparency to your brand and your products. Think Café Coffee Day or Coca-Cola; these brands ask their customers to post images that they repost on their platforms to get 2x the conversion.
Utilize Instagram Lives and Instagram Stories
Instagram lives, and Instagram stories are two powerful features that all you to deepen your connection with your followers. Instagram Posts have evolved into an area for sharing highly stylized and curated photos of perfect moments. The stories and lives sections are where to post raw, authentic content. Use your Instagram lives or stories to give a behind-the-scenes of office culture and brand-sponsored events or share tutorials on your products.
Share high-quality, authentic photos and videos on your social platforms and websites, connect with a cause, and celebrate your customers by sharing user-generated content. Instagram offers many features you can use to humanize your brand and extend your brand’s essage to a larger audience.